Brand Equity
Posted: Wed Dec 27, 2017 8:27 pm
Hi everybody,
Can we consider the "Brand Equity" as a higher-order construct which includes five first-order constructs (perceived quality, customer loyalty, ...)?
My second question is about the measurement model of BE (formative or reflective)?
Can we consider the "Brand Equity" as a higher-order construct which includes five first-order constructs (perceived quality, customer loyalty, ...)?
My second question is about the measurement model of BE (formative or reflective)?